-
2012 101.12.07
*
123 e-mail:[email protected]
200 199
99.5%t
()21~30
20,001~40,000 ()
()
20 31~40
20 31~40 41~50
20,001~40,000
()
21~30 41~50 ()
-
2012 101.12.07
The study of relation between tourists experience and the
satisfaction in the leisure industryTake Taiping Old Street in
Douliou as an example.
Graduate student: Cheng-Hsiu Yu Adviser: Dr. Chih-Chiang
Chung
Graduate School of Leisure and Exercise Studies National Yunlin
University of Science &Technology
123, University Road, Section 3, Douliou, Yunlin, Taiwan, R.O.C.
[email protected]
Abstract
This study was to understand and to analyze whether there was a
notable difference in tourists experience and their satisfaction.
The object of study was selected with convenience sampling from the
Douliou Taiping Old Street tourists and a total of 199 valid
questionnaires were collected. The response rate of questionnaire
was 99.5%. Data analysis included descriptive statistics, factor
analysis, t tests, reliability analysis, one-way ANOVA, Pearson
cross-product correlation and regression analysis. Results showed
that: (1) Major tourists characteristics were female, age between
21 to 30 years old, college degree, and monthly income from $20,001
to $ 40,000. (2) Among the three dimensions of thinking,
sensibility and feeling, the most recognized one by the tourists
was feeling. (3) Men paid more attention to thinking than women.
Age group of under 20 years old emphasizes thinking more than the
age group of 31 to 40 years old did, and this younger group also
paid more attention to sensibility than that of age groups of 31 to
40 and 41 to 50 years old tourists. Tourists with education below
junior high school emphasized more on thinking and sensibility than
the college degree tourists. Tourists with unfixed income paid more
attention to thinking than tourists with income between $20,001 to
$40,000. (4) Women paid more attention to traffic than men. Age
group of 21 to 30 years old emphasized dietary more than the age
group of 41 to 50 years old did. Differences of Satisfaction among
tourists with different levels of education and among tourists with
different monthly incomes were not significant. (5) The tourists
experience of Taiping Old Street had a positive impact on their
satisfaction.
Keywords: Leisure industry, Tourists experience,
Satisfaction
-
2012 101.12.07
1.1
2010
6.08 (2010)
2009
(2006)
60090
1997
1.2
1.
2.
3.
2.1 (experience)
(Schmitt1999)(2007)
Mano & Oliver(1993)
Schmitt(1999)
(Sense)(Feel)
(Think)(Act)(Relate)1.
-
2012 101.12.07
2.3.
4.
5.(2005)
(2005)
2.2 (Satisfaction) Choi et al.(2004)
(2002)
(2003)
Oliver(1997)
2.3
(2003)
Kotler(2006)
(2009)
3.1
2012 1 10 1 20
200
199 99.5%
3.2
3.2.1
(2005)Schmitt(1999)
25
(2010) 3
http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=jRmOCD/search?q=auc=%22%E6%9E%97%E6%98%A0%E7%A7%80%22.&searchmode=basic
-
2012 101.12.07
12345
3.2.2
SPSS For Windows 18.0 t
(1)
t (
1) t (P
-
2012 101.12.07
(2)
( 2) KMO KMO
0.93Bartlet 0.000
eigenvalue 1.0
Cronbachs 0.8
58.69%
2
0.89
0.77
0.73
0.66
0.61
0.55
0.46
0.43
0.43
0.76
0.73
0.72
0.56
0.55
0.78
0.76
0.69
0.61
0.58
0.46
0.18 0.27 3.14
0.98 0.96 0.95
% 46.28 6.57 5.84
% 46.28 52.85 58.69
Cronbachs 0.90 0.81 0.85
Cronbachs 0.94
(3)
Cronbach's ( 2)
Cronbach's (0.90)(0.85)
-
2012 101.12.07
Cronbachs 0.94 Cronbachs 0.8
(Content Validity) 58.69
( 3) 4
130 65% 21~30 59 29.5%
103 51.5% 20,001~40,000 86
43%
4.1
3
69 35% 130 65%
20 37 18.5% 41~50 33 17%
21~30 59 29.5% 51~60 18 9%
31~40 42 21% 60 10 5%
34 17% 103 51.5%
21 10.5% 41 21%
20,000 19 10% 60,001 12 6%
20,001~40,000 86 43% 62 31%
40,001~60,000 20 10%
4.2
( 4)
4
4.3
()
t 5
3.18 0.98 3
3.27 0.96 2
3.41 0.95 1
-
2012 101.12.07
5 t
t
3.37 0.61 3.08*
3.05 0.78
3.32 0.79 0.66
3.25 0.73
3.55 0.74 1.97
3.34 0.70
()
( 6) Scheffe
20 31~40
Scheffe 20 31~40 41~50
6
*p(3)
(4) 33 3.04 0.84
(5) 18 3.50 0.55
(6) 10 3.50 0.67
(1) 37 3.61 0.66
(2) 59 3.31 0.70
(3) 42 3.06 0.71 3.46 0.01* (1) >(3),(4)
(4) 33 3.03 0.77
(5) 18 3.29 0.55
(6) 10 3.48 0.80
(1) 37 3.34 0.70
(2) 59 3.29 0.70
(3) 42 3.34 0.74 2.02 0.08
(4) 33 3.48 0.82
(5) 18 3.81 0.51
(6) 10 3.68 0.55
-
2012 101.12.07
()
( 7) Scheffe
Scheffe
7
*p(3)
(3) 103 2.98 0.74
(4) 41 3.30 0.73
(1) 34 3.64 0.68
(2) 21 3.23 0.46 5.54 0.00* (1)>(3)
(3) 103 3.11 0.72
(4) 41 3.41 0.75
(1) 34 3.47 0.70
(2) 21 3.49 0.53 2.22 0.09
(3) 103 3.29 0.73
(4) 41 3.61 0.74
F
(1) 19 3.23 0.75
(2) 85 2.97 0.72
(3) 20 3.08 0.73 3.58 0.01* (5)>(2)
(4) 12 3.42 0.82
(5) 62 3.39 0.71
(1) 19 3.51 0.68
(2) 85 3.10 0.71
(3) 20 3.19 0.83 2.96 0.02 n.s
(4) 12 3.27 0.82
-
2012 101.12.07
*p
-
2012 101.12.07
10
R2 F t p
0.53 73.76*
0.47
5.80* 0.00
0.44
6.26* 0.00
0.15
1.94 0.05
*p
-
2012 101.12.07
3.
4.
5.2.2
1.
2.
3. ()
(2007)
(2010)992012731
https://srda.sinica.edu.tw/news/news/754
(2009)
()
(2005)-
(2005)
18(3),59-79
(2003)
(2005)
(2003)
(2002)
(2010)
13(3),194-212
(2006) 2012 7 30
http://travel.udn.com/mag/travel/storypage.jsp?f_ART_ID=10495
http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=jRmOCD/search?q=auc=%22%E6%9E%97%E6%98%A0%E7%A7%80%22.&searchmode=basichttp://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=jRmOCD/search?q=sc=%22%E5%8D%97%E8%8F%AF%E5%A4%A7%E5%AD%B8%22.&searchmode=basichttp://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=jRmOCD/search?q=sc=%22%E5%8D%97%E8%8F%AF%E5%A4%A7%E5%AD%B8%22.&searchmode=basic
-
2012 101.12.07
Choi, K. S., Cho, W. H., Lee, S. H., Lee, H. J., and Kim, C. K.
(2004). The Relationships Among Quality, Value,
Satisfaction and Behavioral Intention in Health Care Provider
Choice: A South Korean Study. Journal of
Business Research, 57(8), 913-921.
Kotler, P. (1997). Marketing Management: Analysis, Planning,
Implementation and Control. 9th ed.,
Prentice-Hall Inc., New Jersey.
Kotler, P. (2006). Marketing management kotler and keller ,12th
edition,pp.24-28.
Mano, H. &Oliver, R.L. (1993).Assessing the dimensionality
and structure of the
Consumption experience: evaluation, felling and satisfaction,
Journal of Consumer Research, 20,
pp.451-466.
Oliver Richard L. (1997). Theoretical Bases of Consumer
Satisfaction Research: Review, Critique and Future
Direction, Theoretical Developments in Marketing, Charles W.
Lamb, Jr. & Patrick M. Dunne (ed.),
Chicago: American Marketing Association.
Schmitt, B. H. (1999). Experiential Marketing, Journal of
Marketing Management, 15, 53-67. & A New
Framework for Design and Communications. Designs Management
Journal, 10, pp. 10-16.
Kotler, P. (1997). Marketing Management: Analysis, Planning,
Implementation and Control. 9th ed., Prentice-Hall Inc., New
Jersey.Kotler, P. (2006). Marketing management kotler and keller
,12th edition,pp.24-28.